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Brands

Having a portfolio of brands is essential for maintaining a leading position in a range of price and product categories, appealing to various end-users and throughout sales channels and regions. Husqvarna, Gardena, McCulloch and Diamant Boart are the Group’s core brands.

Husqvarna has long been a strong global premium brand for professional users and consumers who demand high performance. The brand stands for technological leadership, professional performance and high quality. The brand accounts for approximately 48 percent of Group net sales.

Gardena is the leading premium brand for watering products and garden tools in the European consumer market. The offering also includes battery-powered products. The Gardena brand accounted for approxiamely 12% of Group sales.

McCulloch was launched in 2011 and will be available to consumers in the retail channel as of 2012. The range will comprice forestry and garden products.

Diamant Boart is recognized as the global leading brand in the stone industry. The product offering includes a complete range of diamond tools for the processing of natural stone.

Other brands

Husqvarna Group’s tactical brands hold strong positions in regional or local markets, or in specific product categories. The tactical brands create scope for flexibility and can, for example, expand to geographical markets or product categories if required. The Group’s regional brands also hold strong positions in their local markets, but there are no plans to expand them into new markets. Examples of tactical and regional brands are:

Tactical:

  • Jonsered  - Professional products and high-performance products for consumers sold by dealers mainly in the Nordic region but also in North America.
  • PoulanPro – Consumer products sold by retailers in North America.
  • WeedEater - Consumer products sold by retailers in North America.
  • Dixon - Professional products sold by dealers in North America.

Regional:

  • Klippo - Professional products and high-performance products for consumers sold mainly by dealers in Scandinavia.
  • Flymo - Consumer products sold by retailers mainly in the UK, the Nordic region and the Netherlands.
  • Zenoah - Professional products and high-performance products for consumers sold by dealers mainly in Japan.
  • Bluebird - Professional products sold by dealers in North America.